Always unveils latest Like a Girl ad

Always has unveiled the second installment of its Like a Girl campaign, signing up Game of Thrones star Maisie Williams as an ambassador and launching a "confidence curriculum" for schools.

The new spot runs in the same vein as the original ad. They feature a range of girls and young women outlining certain things they feel they "can’t" do, according to social norms. One example used in the film is "rescue people."

The P&G-owned sanitary brand has also collaborated with child psychologists and head teachers to construct a confidence-teaching curriculum, which it will offer as part of its existing puberty-education program for schools.

Always has also partnered with video platform TED to create inspiring videos to help young women become more confident.

British actress Maisie Williams has lent her support to the cause.

"I love the way Like a Girl made me think, and I love the positivity it is generating," she said. "It has become more than a hashtag, it’s a movement. The message is, ‘Girl, you are amazing and you’re not alone.’"

How does this compare?The new campaign marks a significant step up from the original Like a Girl, which lived primarily on social media. The film went viral after P&G aired the spot during the Super Bowl.

Asked whether the new ad is likely to have the same effect, Roisin Donnelly, brand director for Northern Europe at P&G, told Marketing, "I expect a different impact. The first one was so surprising and so different and challenged the norms and it worked very quickly."

"This [one] will have an impact, but it won’t be the overnight YouTube number of views. It’s important to look at the partnerships," she added. "I think the impact with TED, creating deep content with the right people, will be extraordinary. There will be a depth of message."

The concept stems from an Always survey of more than 1,000 young women in the UK ages 16 to 24. The brand found 56% lose their confidence at puberty, often never recovering it during adulthood.

"We hope this video allows a conversation where we can see our own boxes and imagine a world without them, and where girls can express themselves freely," said Lauren Greenfield, the director of both Like a Girl ads